Controversial Sears logo gets a hasty update (and it's still hideous)

Sears logo
(Image credit: Sears)

In May last year, US department store Sears updated its logo. At the time, we wondered if we were getting design déjà vu, as the logo looked not unlike the Airbnb symbol. And we're getting that same feeling again, as Sears has unveiled yet another update to its logo, just nine short months after the initial rebrand. 

Instead of scrapping the whole thing and going back to the drawing board, Sears has stuck to its guns, sort of, and just updated the symbol. What previously looked like a a candle or an igloo or just a bit of a mess, depending which way you viewed it, now looks like a little house, a bishop's hat or the nib of a fountain pen. It may be marginally less messy, but is it any better? (Spoiler: We don't think it'll make it into our list of the world's best logos anytime soon.)

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.